guidelines to consumer behavior

7/29/2019 Guidelines to Consumer Behavior

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A Study

on

UNDERSTANDING THE CONSUMER ATTITUDE

TOWARDS E-SHOPPING

(Synopsis)

SUBMITTED IN THE PARTIAL FULFILLMENT FOR

THE AWARD OF

MASTERS DEGREE IN BUSINESS MANAGEMENT

Session (2011-13)

Under the Guidance of : Submitted By:

M/s Sarika Ahluwalia Ashish Nasa

Assistant Professor MBA 3rdSEM.

DMS Roll No: 11003

DEPARTMENT OF MANAGEMENT STUDIES

NC COLLEGE OF ENGINEERING, ISRANA, PANIPAT

Session (2011-13)


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1) Introduction :

Online advertising is a form of promotion that uses the Internet and World Wide

Web to deliver marketing messages to attract customers. Examples of online

advertising include contextual ads on search engine results pages, banner ads, blogs,

rich media Ads, social network advertising, interstitial ads, online classified

advertising, advertising networks and e-mail marketing, including e-mail spam.

Many of these types of ads are delivered by an ad server.

Research has proven that online advertising has given results and is growingbusiness revenue. For the year 2012, Jupiter research predicted $34.5 billion in US

online advertising spending.

2) Statement of the Problem :

The statement of the problem is UNDERSTANDING THE CONSUMER

ATTITUDE TOWARDS E-ADVERTISING.

3) Justification of the Problem / Need and Relevance of theStudy:

The importance of studying consumers attitude of e-advertising because online

advertising is on rise. Advertising by means of electronic means of communication

is most the popular way of advertising. One can cover a wide range of audiences of

all ages, color and gender by using this mean. Television viewers are in every home.

If one is advertising on TV the brand would be introduced in almost every house.

Advertising on internet is getting more popular with time. It is the most viable

platform available till date, for advertising, sharing news and creating awareness.

You can get your advertising reached to every corner of the world.


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4) Objectives of the Research/ study:

a) To explore the purpose of using Internet.

b) To identify the various categories of Demographic factors and variables impacting

online shopping behaviour of consumers in India.

c) To study the impact of Demographic factors on consumers perception towards E-

Advertising.

5) Hypotheses of the Study:

a) Age of consumer significantly impacts consumers attitude towards e-advertising.

b) Gender of consumer significantly impacts consumers attitude towards e-advertising.

c) Income of consumer significantly impacts consumers attitude towards e-advertising.

d) Occupation of consumer significantly impacts consumers attitude towards e-

advertising

e) Education of consumer significantly impacts consumers attitude towards e-

advertising.


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6) Review of Literature :

Eighmey, 1997; Bezjian, 1998; Chen & Wells, 2000, The Internet has become a

proven medium for advertising and has become a viable alternative to traditional

media such as television and billboards. Of interest is the continuing and steady rise

of online traffic well after the subsiding of enthusiasm associated with the dot-com

craze. Although current figures fail to meet previous expectations ,the online

environment has established itself as a unique venue for commerce that has high

growth potential.

Audience behaviour towards the advertising can be indicated through consumers

favourable or unfavourable response towards a particular advertisement (MacKenzie and

Lutz, 1989). According to Mehta (2000), consumers attitude towards advertising is one of

the influential indicators of advertising effectiveness because consumers cognitive ability

towards the advertising are reflected in their thoughts and feelings and subsequently will

influence their attitude towards advertising (Mackenzie and Lutz, 1989).

7) Research Methodology :

Exploratory cum Descriptive

8) Methods and Tools of Data collection :

Primary and Secondary

9) Questionnaire: 15 questions and close-ended

10) Sample Size : 150 size

11) Sample Unit: Internet users in Haryana

12) Pilot Study: 10 Respondents

13) Statistical Techniques Used:


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Anova, chi square test etc.

14) Limitations of the Study:

Time

Small sample

15) Chapterization :

Chapter 1: Introduction

Chapter 2:Review of Literature

Chapter 3:Research Methodology

Chapter 4:Analysis and Interpretation

Chapter 5:Conclusion and Suggestion

16) References : name of books (related with the area of problems, at least 5books), journals ((related with the area of problems, at least 5 research papers

mentioned in review of literature) etc.

Examples:

Books:Kotler, P., Marketing Management: Analysis, Planning Implementation & Control9th Edition, 1998, Prentice Hall of India Ltd., New Delhi

Journals:Name of the Author, Title of the Paper, Name of the Journal, Volume No., Monthand Year, pp.

Magazines & Newspapers:Name of article - Business Today, 15 22 May, 2007Name of article - The Times of India, Mumbai, 21st May 2007

Internet:www.webindia.com, accessed on date.www.crm.com/papers/php.html, accessed on data..
http://www.webindia.com/http://www.crm.com/papers/php.htmlhttp://www.webindia.com/http://www.crm.com/papers/php.html


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